What to Post on Instagram as a Beauty Brand
Your go-to guide for never running out of post ideas that actually grow your beauty business on Instagram.
Let’s face it: knowing you need to post on Instagram is one thing—knowing what to post is a whole different story. If you’re a hairstylist, lash artist, nail tech, or any kind of beautypreneur, you’ve probably sat there staring at your phone, wondering why everyone else’s feed looks so good… and wondering how they even know what to post every day.
We’ve got you.
At Narratives by Nazar, we specialize in helping beauty brands show up professionally and authentically on Instagram. Whether you’re building your beauty business solo or managing a team, this guide will help you fill your content calendar with posts that attract, connect, and convert.
First Things First: What Makes Instagram Work for Beauty Brands?
Instagram is made for beauty. It’s visual, trend-driven, and personal—aka the perfect combo for stylists and service providers who want to show off their talent and connect with clients.
But here’s the catch: just posting pretty pictures isn’t enough. Want a step-by-step plan to build a strategy that actually works? Check out our Ultimate Instagram Marketing Strategy for Beauty Entrepreneurs for a deeper dive into turning scrolls into sales.
To grow your business with Instagram, you need to:
- Show up consistently
- Create content that’s both pretty and purposeful
- Educate and engage your dream clients
- Show your face, your personality, and your process
Ready to get started? Let’s dive into what to post when you’re tired of guessing.
1. Transformation Photos & Videos
This is a no-brainer, but let’s spice it up. Instead of the usual “before and after” with zero context, try:
- A swipeable carousel: Show the before, after, and a few close-ups of the work.
- Reels of your process: Speed up your application, styling, or treatment process with a trending sound.
- Client reaction videos: Nothing sells like a real-time “OMG I love it!” moment.
Pro Tip: Use natural light, a clean background, and consistent angles to create a polished brand aesthetic.
2. Behind-the-Scenes Content
Let your audience into your world! Clients love seeing what goes into your work—and BTS content builds trust and connection.
Try posting:
- Your setup before a client arrives
- A glimpse of your lash cart or nail polish wall
- You restocking products or prepping for a busy day
- “A day in my life” content with captions that show your routine
Don’t stress about perfection. Authentic > overly curated here.
3. Quick Tips & How-To Posts
Show off your expertise and keep your audience coming back for more with educational content like:
- Haircare tips for color-treated hair
- Lash aftercare do’s and don’ts
- Skincare routines featuring your retail products
- Nail health hacks between appointments
Use short, punchy captions—or make a Reel or Story breaking down your advice.
Educational content positions you as the go-to expert in your niche.
4. Client Testimonials & Reviews
If your clients love you (and we know they do), let them help you market your services!
Post:
- Screenshots of 5-star Google or Yelp reviews
- Video testimonials from happy clients
- “Client Love” highlight on your profile with stories and DMs
- A carousel with a client quote + their transformation photo
Social proof builds credibility—and helps new followers feel confident booking with you.
5. Product Features
Retail is part of your revenue, so make it part of your content, too.
- Show your favorite products in use
- Break down product benefits in a Reel
- Recommend a routine using 2–3 items
- Film an unboxing or “what’s in stock this week” video
Keep it fun and low-pressure—educate instead of sell, and your followers will be more likely to buy.
6. Relatable, Fun Content
Yes, your work is serious business—but that doesn’t mean your content has to be serious all the time. Mix in some personality!
Post:
- Beauty memes that speak to your ideal client
- Funny “things clients say” Reels (with love, of course)
- Beauty fails or myths you wish people would stop believing
- Trends or sounds that match your brand vibe
This type of content is great for engagement—and it helps people feel like they know you before they book.
7. You + Your Story
This one’s big. People don’t just book what you do, they book who you are. Don’t be afraid to show your face!
Post about:
- Why you started your business
- What you love about your clients
- A challenge you’ve overcome
- Your training or certifications
- Your favorite part of your services
These posts deepen connection and help you stand out from the competition.
8. Interactive Stories
Instagram Stories are a goldmine for connection and conversion. Try these engagement-boosting story ideas:
- This or That (e.g. classic lashes vs volume)
- Polls (“Which service should I demo next?”)
- Quizzes (“Can you guess this product?”)
- Countdown to new availability or product drops
- “Ask me anything” boxes
Stories disappear in 24 hours, so don’t overthink them! Just post and go.
9. Educational Carousels
Want to share more in-depth info without writing a novel in your caption? Carousels are your best friend.
Try posts like:
- “5 Signs You Need a Facial”
- “3 Mistakes You Might Be Making With Your Haircare”
- “What to Expect at Your First Lash Appointment”
- “How to Make Your Manicure Last Longer”
These swipeable posts get saved, shared, and boost your value in the algorithm.
10. Promotions, Launches, & Limited Offers
Use Instagram to share:
- New service announcements
- Seasonal promos or holiday offers
- Last-minute availability
- Booking reminders with your calendar link
- Gift card launches
Make sure your post has a clear CTA like “Book now,” “DM to reserve,” or “Link in bio!”
Bonus: Content Themes to Rotate Weekly
If you’re overwhelmed, simplify with a rotating weekly theme:
Day | Content Type |
Monday | Transformation / Before + After |
Tuesday | Tip or Tutorial |
Wednesday | Behind the Scenes / Real Life |
Thursday | Product Feature or Client Review |
Friday | Fun/Trending Content |
Saturday | Story Engagement / AMA |
Sunday | Your Face / Your Why |
Consistency doesn’t mean you need to post daily—but sticking to themes can help keep your content flowin’ with ease.
Let’s Wrap It Up
If you’ve been stuck wondering, “What do I even post on Instagram?”—now you’ve got a plan. The key is to mix it up, stay authentic, and create content that speaks directly to your ideal client.
And remember: you don’t have to do this alone. If content creation feels like a full-time job (on top of your actual full-time job as a beauty boss), we’re here to help. Already posting but not seeing results? It might be time for a profile glow-up. Our guide on Instagram Best Practices in 2025 covers everything you need to make your profile irresistible to new followers.
Ready to Upgrade Your Instagram Game?
Narratives by Nazar helps women-led beauty brands create scroll-stopping content and strategy that actually brings in clients. From done-for-you posts to monthly content calendars, we’ll help you grow your beauty biz without burnout. Narratives by Nazar is your go-to Instagram marketing agency for beauty brands that want to grow online without the guesswork. From custom content to done-for-you social strategy, we’re here to help you build a feed that books.